Hi. We're Shape, an app development agency in Copenhagen and Zurich. We refer to the App Store Review Guidelines all the time. It's hard to spot the changes, so we made this site for ourselves and our clients. We hope it can help you as well.

After the keynote of the World Wide Developers Conference 2018, Apple updated the App Store Review Guidelines with a bunch of changes and new rules. It is clear that the theme of this update is user privacy and data protection. You can check out all the additions (marked with green) and removals (marked with red) below, but a few noteworthy changes include:

Apps now must clearly describe new features and changes in the “What’s New” section of the App Store. Several of the large social network companies have been using a practice where they reuse a generic update text for every release and then enable new features remotely on a per-user basis. This appears to no longer be permitted.

Developers are now allowed to provide time based free trials for non-subscription apps.

Several new rules for apps dealing with cryptocurrencies. Apps are not allowed to mine coins, but in return cryptocurrencies no longer need to be “approved”.

New rules for apps and games with advertising. Users now must be able to see all information used to target an ad without leaving the app.

New rules for apps that enable Remote Desktop access.

Emojis are back! Section 4.5.6 says that it is ok to use Unicode characters that render as Apple emojis inside apps and app metadata.

All apps must include a link to their privacy policy in the App Store Connect metadata field and within the app

Apps must respect the user’s permission settings and not attempt to manipulate, trick, or force people to consent to unnecessary data access. For example, apps that include the ability to post photos to a social network must not also require microphone access before allowing the user to upload photos.

Apps that enable sign in using a 3rd party social network must also include a mechanism to revoke social network credentials and disable data access between the app and social network from within the app.

There is a new Developer Code of Conduct section.

Check out all the changes yourself below.

Introduction

The guiding principle of the App Store is simple - we want to provide a safe experience for users to get apps
and a great opportunity for all developers to be successful.
We have updated the App Review Guidelines with that principle in mind. TheOn the following pages you will find guidelines
themselves haven’t changed, but they are better organized and provide more context. On the following pages you
will find guidelines arranged into five clear sections: Safety, Performance, Business, Design, and
Legal. A few other points to keep in mind:

You are responsible for making sure everything in your app complies with these guidelines, including ad networks,
analytics services, and third-party SDKs, so review and choose them carefully.

We hope these
new guidelines help you sail through the App Review process, and that approvals and rejections
are moreremain consistent across the board. This is a living document; new apps presenting new questions may result
in new rules at any time. Perhaps your app will trigger this. We love this stuff too, and honor what you do.
We'reWe’re really trying our best to create the best platform in the world for you to express your talents
and make a living, too.

1.5 Developer Information

People need to know how to reach you with questions and support issues. Make sure your
app and its Support URL
includesinclude an easy way to
reachcontact you
; this is particularly important for apps that may be used in the classroom. Failure to include accurate
and up-to-date contact information not only frustrates customers, but may violate the law in some countries.
Also ensure that Wallet passes include valid contact information from the issuer and are signed with a dedicated
certificate assigned to the brand or trademark owner of the pass.

1.6 Data Security

Apps should implement appropriate security measures to ensure proper handling of user information collected pursuant
to the Apple Developer Program License Agreement and these Guidelines (see Guideline 5.1 for more information)
and prevent its unauthorized use, disclosure, or access by third parties.

2.3 Accurate Metadata

2.3.6 Answer the age rating questions in
iTunesApp Store Connect honestly so that your app aligns properly with parental controls. If
your app is mis-rated, customers might be surprised by what they get, or it could trigger an inquiry from
government regulators.
If your app includes media that requires the display of content ratings or warnings (e.g. films, music, games,
etc.), you are responsible for complying with local requirements in each territory where your app is
available.

2.3.12 Apps must clearly describe new features and product changes in their “What’s New” text. Simple bug fixes,
security updates, and performance improvements may rely on a generic description, but more significant
changes must be listed in the notes.

2.4 Hardware Compatibility

2.4.2 Design your app to use power efficiently. Apps should not rapidly drain battery, generate excessive
heat, or put unnecessary strain on device resources.
Apps, including any third party advertisements displayed within them, may not run unrelated background processes,
such as cryptocurrency mining.

2.4.4 Apps should never suggest or require a restart of the device
or modifications to system settings unrelated to the core functionality of the application. For example, don’t
encourage users to turn off Wi-Fi, disable security features, etc.

2.5 Software Requirements

2.5.2 Apps should be self-contained in their bundles, and may not read or write data outside the
designated container area, nor may they download, install, or execute code
which introduces or changes features or functionality of the app, including other apps.

2.5.11 SiriKit
and Shortcuts

(i) Apps integrating SiriKit
and Shortcuts should only sign up for intents they can handle without the support of an additional
app and that users would expect from the stated functionality. For example, if your app is a meal
planning app, you should not incorporate an intent to start a workout, even if the app shares integration
with a fitness app.

(ii) Ensure that the vocabulary and phrases in your plist pertains to your app and the
SiriKitSiri functionality of the intents the app has registered for. Aliases must relate directly
to your app or company name and should not be generic terms or include third party app names or services.

(iii) Resolve the Siri request
or Shortcut in the most direct way possible and do not insert ads or other marketing between
the request and its fulfillment. Only
present interstitial UIrequest a disambiguation when required to complete the task (e.g. asking the user to specify
a particular type of workout).

2.5.13 Apps using facial recognition for account authentication must use
LocalAuthentication (and not ARKit or other facial recognition technology)
where possible, and must use an alternate authentication method for users under 13 years old.

2.5.14 Apps must request explicit user consent and provide a clear visual indication when recording, logging, or
otherwise making a record of user activity. This includes any use of the device camera, microphone, or
other user inputs.

2.5.15 Apps that enable users to view and select files should include items from the Files app and the user’s iCloud
documents.

3.1 Payments

3.1.1 In-App Purchase:

If you want to unlock features or functionality within your app, (by way of example: subscriptions, in-game
currencies, game levels, access to premium content, or unlocking a full version), you must use in-app
purchase. Apps may
not use
their own mechanisms to unlock content or functionality, such as license keys, augmented reality
markers, QR codes, etc. Apps and their metadata may not include buttons, external links, or other
calls to action that direct customers to purchasing mechanisms other than in-app
purchase currencies to enable customers to “tip” digital content providers in the app. Apps and their
metadata may not include buttons, external links, or other calls to action that direct customers
to purchasing mechanisms other than in-app purchase.

Apps may use in-app purchase currencies to enable customers to “tip” digital content providers in
the app.

Non-subscription apps may offer a free time-based trial period before presenting a full unlock option
by setting up a Non-Consumable IAP item at Price Tier 0 that follows the naming convention: “XX-day
Trial.” Prior to the start of the trial, your app must clearly identify its duration, the content
or services that will no longer be accessible when the trial ends, and any downstream charges
the user would need to pay for full functionality. Learn more about managing content access and
the duration of the trial period using Receipts and Device Check.

3.1.2(a) Permissible uses:

Auto-renewing subscription apps may offer a free trial period to customers by providing the relevant
information set forth in App Store Connect. Apps that attempt to trick users into purchasing a subscription
under false pretenses or engage in bait-and-switch practices will be removed from the App Store and
you may be removed from the Apple Developer Program. Learn more about Subscription Free Trials.

3.1.3
(a) “Reader” Apps: Apps may allow a user to access previously purchased content or content subscriptions
(specifically: magazines, newspapers, books, audio, music, video, access to professional databases, VoIP, cloud storage,
and approved services such as
educationalclassroom management apps
that manage student grades and schedules),
as well asprovided that you agree not to directly or indirectly target iOS users to use a purchasing method other than in-app
purchase, and your general communications about other purchasing methods are not designed to discourage use of
in-app purchase.

3.1.3(b) Multiplatform Services: Apps that operate across multiple platforms may allow users to access content, subscriptions, or features they have
acquired elsewhere, including consumable items in multi-platform games, provided
that you agree not to directly or indirectly target iOS users to use a purchasing method other thanthose items are also available as in-app
purchases within the app. You must not directly or indirectly target iOS users to use a purchasing method other than
in-app purchase, and your general communications about other purchasing methods
aremust not
designed to discourage use of in-app purchase.

3.1.4
Content Codes:Hardware-Specific Content:Apps may not use their own mechanisms to unlock content or functionality, such as license keys, augmented reality
markers, QR codes, etc. In limited circumstances, such as when features are dependent upon specific hardware
to function, the app may unlock that functionality without using in-app purchase (e.g. an astronomy app that adds
features when synced with a telescope). App features that work in combination with an approved physical product (such
as a toy) on an
optional basis may unlock functionality without using in-app purchase, provided that an in-app purchase option
is available as well. You may not, however, require users to purchase unrelated products or engage in advertising
or marketing activities to unlock app functionality.

3.1.5 (a)
Physical Goods and Services Outside of the App: If your app enables people to purchase goods
or services that will be consumed outside of the app, you must use purchase methods other than in-app purchase to
collect those payments, such as Apple Pay or traditional credit card entry.

3.1.5 (b) Cryptocurrencies:

(i) Wallets: Apps may facilitate
transmission of approved virtual
currenciescurrency storage, provided they are offered by developers enrolled as an organization.

(ii) Mining: Apps may not mine for cryptocurrencies unless the processing is performed off device
(e.g.
Bitcoincloud-based mining).

(iii) Exchanges: Apps may facilitate transactions or transmissions of cryptocurrency on an approved exchange
,
DogeCoinprovided they are offered by the exchange itself.

(iv)
provided that they do so in compliance with all state and federal laws for the territories in which the app
functions. Initial Coin Offerings: Apps facilitating Initial Coin Offerings (“ICOs”), cryptocurrency futures
trading, and other crypto-securities or quasi-securities trading must come from established banks, securities
firms, futures commission merchants (“FCM”), or other approved financial institutions and must comply with
all applicable law.

(v) Cryptocurrency apps may not offer currency for completing tasks, such as downloading other apps, encouraging
other users to download, posting to social networks, etc.

3.1.7 Advertising: Ads displayed in an app must be appropriate for the app’s age rating, allow the user to see all information used
to target them for that ad (without requiring the user to leave the app), and may not engage in targeted or behavioral
advertising based on sensitive user data such as health/medical data (e.g. from the HealthKit APIs), school and
classroom data (e.g. from ClassKit), or from kids (e.g. from apps in the Kids Category), etc. Interstitial ads
or ads that interrupt or block the user experience must clearly indicate that they are an ad, must not manipulate
or trick users into tapping into them, and must provide easily accessible and visible close/skip buttons large
enough for people to easily dismiss the ad.

3.2 Other Business Model Issues

3.2.2 Unacceptable

(ix) Apps must not force users to rate the app, review the app, download other apps, or perform other
similar actions in order to access functionality, content, or use of the app.

4.2 Minimum Functionality

4.2.3

(i) Your app should work on its own without requiring installation of another app to function.

(ii) Make sure you include sufficient content in the binary for the app to function at launch.

(iii) If your app needs to download additional resources, disclose the size of the download and prompt users before doing so. Existing apps must comply with this guideline in any update submitted after January 1, 2019.

4.2.7 Remote Application Mirroring: If your remote desktop app acts as a mirror of specific software or services rather than a generic mirror of the host device, it must comply with the following:

(a) The host device is a personal computer owned by the user, and both the host and client must be connected on a local and LAN-based network.

(b) Any software or services appearing in the client are fully rendered on the screen of the host device, and may not use APIs or platform features beyond what is required to stream the Remote Desktop

(c) All account creation and management must be initiated from the host device.

(d) The UI appearing on the client does not resemble an iOS or App Store view, does not provide a store-like interface, or include the ability to browse, select, or purchase software not already owned or licensed by the user. For the sake of clarity, transactions taking place within mirrored software do not need to use in-app purchase, provided the transactions are processed on the host device.

4.5 Apple Sites and Services

4.5.4 Push Notifications must not be required for the app to function, and should not be used for advertising, promotions, or direct marketing purposes or to send sensitive personal or confidential information. Abuse of these services may result in revocation of your privileges.

4.5.6 Apps may use Unicode characters that render as Apple emojis in their app and app metadata. Apple emojis may not be used on other platforms or embedded directly in your app binary.

4.7 HTML5 Games, Bots, etc.

Apps may contain or run code that is not embedded in the binary (e.g. HTML5-based games, bots, etc.), as long as code distribution isn’t the main purpose of the app, the code is not offered in a store or store-like interface, and provided that the software (1) is free or purchased using in-app purchase; (2) only uses capabilities available in a standard WebKit view; your app must use WebKit and JavaScript Core to run third party software and should not attempt to extend or expose native platform APIs to third party software; (3) is offered by developers that have joined the Apple Developer Program and signed the Apple Developer Program License Agreement; and (4) adheres to the terms of these App Review Guidelines (e.g. it must open and run natively in Safari without modifications or additional software); your app must use WebKit and JavaScript Core to run third party software and should not attempt to extend or expose native platform APIs to third party software; (3) is offered by developers that have joined the Apple Developer Program and signed the Apple Developer Program License Agreement; and (4) adheres to the terms of these App Review Guidelines (e.g. does not include objectionable content). YouUpon request, you must provide an index of software and metadata available in your app upon request. It must include Apple Developer Program Team IDs for the providers of the software along with a URL which App Review can use to confirm that the software complies with the requirements above.

5.1 Privacy

5.1.1 Data Collection and Storage

(i) Privacy Policies: All apps must include a link to their privacy policy in the App Store Connect metadata field and within the app in an easily accessible manner. The privacy policy must clearly and explicitly:

Identify what data, if any, the app/service collects, how it collects that data, and all uses of that data.

Confirm that any third party with whom an app shares user data (in compliance with these Guidelines) — such as analytics tools, advertising networks and third party SDKs, as well as any parent, subsidiary or other related entities that will have access to user data — will provide the same or equal protection of user data as stated in the app’s privacy policy and required by these Guidelines.

Explain its data retention/deletion policies and describe how a user can revoke consent and/or request deletion of the user’s data.

(ii) Permission Apps that collect user or usage data must have a privacy policy and secure user consent for the collection. This includes—but isn’t limited to—apps that implement HealthKit or other health/medical technologiesPaid functionality must not be dependent on or require a user to grant access to this data. Apps must also provide the customer with an easily accessible and understandable way to withdraw consent. Ensure your purpose strings clearly and completely describe your use of the data. Apps that collect data for a legitimate interest without consent by relying on the terms of the European Union’s General Data Protection Regulation (“GDPR”) or similar statute must comply with all terms of that law. Learn more about Requesting Permission.

(iii) Data Minimization: Apps should only request access to data relevant to the core functionality of the app and should only collect and use data that is required to accomplish the relevant task. Where possible, use the out-of-process picker or a share sheet rather than requesting full access to protected resources like Photos or Contacts.

(iv) Access Apps must respect the user’s permission settings and not attempt to manipulate, trick, or force people to consent to unnecessary data access. For example, apps that utilize ARKitinclude the ability to post photos to a social network must not also require microphone access before allowing the user to upload photos. Where possible, Camera APIsprovide alternative solutions for users who don’t grant consent. For example, Photo APIsif a user declines to share Location, or other software for depth of facial mappingoffer the ability to manually enter an address.

(v) Account Sign-In: If your app doesn’t include significant account-based features, let people use it without a log-in. Apps may not require users to enter personal information to function, HomeKit, Keyboard extensions, Apple Pay, Stickers and iMessage extensions, include a login, or access user data from the deviceexcept when directly relevant to the core functionality of the app or required by law. YourIf your core app description should let people know what types of accessfunctionality is not related to a specific social network (e.g. location, contacts, calendar, etc.) are requested by your app, and what aspects of the app won’t work if the user doesn’t grant permission.(ii) If your app doesn’t include significant account-based features, let people use it without a log-in. Apps may not require users to enter personal information to function, except when directly relevant to the core functionality of the app or required by law. If your core app functionality is not related to a specific social network (e.g. Facebook, WeChat, Weibo, Twitter, etc.), you must provide access without a login or via another mechanism. Pulling basic profile information, sharing to the social network, or inviting friends to use the app are not considered core app functionality. The app must also include a mechanism to revoke social network credentials and disable data access between the app and social network from within the app. An app may not store credentials or tokens to social networks off of the device and may only use such credentials or tokens to directly connect to the social network from the app itself while the app is in use.

(iiivi) Developers that use their apps to surreptitiously discover passwords or other private data will be removed from the Developer Program.

(ivvii) SafariViewContoller must be used to visibly present information to users; the controller may not be hidden or obscured by other views or layers. Additionally, an app may not use SafariViewController to track users without their knowledge and consent.

5.1.2 Data Use and Sharing

(i) Unless otherwise permitted by law, you may not use, transmit, or share someone’s personal data without first obtaining their permission. You must provide access to information about how and where the data will be used. Data collected from apps may only be shared with third parties to improve the app or serve advertising (in compliance with the Apple Developer Program License Agreement.). Apps that share user data without user consent or otherwise complying with data privacy laws may be removed from sale and may result in your removal from the Apple Developer Program.

(ii) Data collected for one purpose may not be repurposed without further consent unless otherwise explicitly permitted by law.

(iii) Apps should not attempt to surreptitiously build a user profile based on collected data and may not attempt, facilitate, or encourage others to identify anonymous users or reconstruct user profiles based on data collected from depth andApple-provided APIs or any data that you say has been collected in an “anonymized,” “aggregated,” or otherwise non-identifiable way.

(iv) Do not use information from Contacts, Photos, or other APIs that access user data to build a contact database for your own use or for sale/or facial mapping toolsdistribution to third parties, and don’t collect information about which other apps are installed on a user’s device for the purposes of analytics or advertising/marketing.

(v) Do not contact people using information collected via a user’s Contacts or Photos, except at the explicit initiative of that user on an individualized basis; do not include a Select All option or default the selection of all contacts. You must provide the user with a clear description of how the message will appear to the recipient before sending it (e.g. ARKit, Camera APIs, or Photo APIsWhat will the message say? Who will appear to be the sender?), or data that you say has been collected in an “anonymized,” “aggregated,” or otherwise non-identifiable way. You may not use or transmit someone’s personal data without first obtaining their permission and providing access to information about how and where the data will be used.

(iivi) Data collected from apps may not be used or shared with third parties for purposes unrelated to improving the user experience or softwaregathered from the HomeKit API, HealthKit, Consumer Health Records API, MovementDisorder APIs, ClassKit or from depth and/hardware performance connected to the app’s functionality, or to serve advertising in compliance with the Apple Developer Program License Agreement.(iii) Data gathered from the HomeKit API or from depth and/or facial mapping tools (e.g. ARKit, Camera APIs, or Photo APIs) may not be used for marketing, advertising or other use-based data mining, including by third parties. Learn more about best practices for implementing CallKit, HealthKit, ClassKit, and ARKit.

(ivvii) Apps using Apple Pay may only share user data acquired via Apple Pay with third parties to facilitate or improve delivery of goods and services.

5.1.4 Kids

For many reasons, it is critical to use care when dealing with personal data from kids, and we encourage you to carefully review all the requirements for complying with laws like the Children’s Online Privacy Protection Act (“COPPA”), the European Union’s General Data Protection Regulation (“GDPR”), and any international or local equivalents.

5.4 VPN Apps

Apps offering VPN services must utilize the NEVPNManager APIAPI andand may only be offered by developers enrolled as an organization. You must make a clear declaration of what user data will be collected and how it will be used. VPN apps must not violate local laws, and if you choose to make your VPN app available in a territory that requires a VPN license, you must provide your license information in the App Review Notes field.

5.5 Developer Code of Conduct

Please treat everyone with respect, whether in your responses to App Store reviews, customer support requests, or when communicating with Apple, including your responses in Resolution Center. Do not engage in harassment of any kind, discriminatory practices, intimidation, bullying, and don’t encourage others to engage in any of the above.

Customer trust is the cornerstone of the App Store’s success. Apps should never prey on users or attempt to rip-off customers, trick them into making unwanted purchases, force them to share unnecessary data, raise prices in a tricky manner, charge for features or content that are not delivered, or engage in any other manipulative practices within or outside of the app.

Details about what is allowed when offering so-called “loot boxes” in games.

Financial apps must come from the financial institutions performing the services or they should at least use public APIs.

A new section on VPN apps details some rules specific to this app type.

Check out all the changes below.

Introduction

We
strongly support all points of view being represented on the App Store, as long as the apps are respectful to users
with differing opinions and the quality of the app experience is great. We will reject apps for any content
or behavior that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said, “I'll
know it when I see it”. And we think that you will also know it when you cross it.

2.1 App Completeness

Submissions to App Review
, including apps you make available for pre-order, should be final versions with all necessary metadata
and fully functional URLs included; placeholder text, empty websites, and other temporary content should be scrubbed
before submission. Make sure your app has been tested on-device for bugs and stability before you submit it,
and include demo account info (and turn on your back-end service!) if your app includes a login. If you offer
in-app purchases in your app, make sure they are complete, up-to-date, and visible to the reviewer, or that you
explain why not in your review notes. Please don’t treat App Review as a software testing service. We will reject
incomplete app bundles and binaries that crash or exhibit obvious technical problems.

2.3 Accurate Metadata

2.3.2 If your app includes in-app purchases, make sure your app description, screenshots, and previews
clearly indicate whether any featured items, levels, subscriptions, etc. require additional purchases. If
you decide to promote in-app purchases on the App Store, ensure that the in-app purchase Display Name, Screenshot
and Description are appropriate for a public audience
, that you follow the guidance found in Promoting Your In-App Purchases, and that your app properly handles the
SKPaymentTransactionObserver method so that customers can seamlessly complete the purchase when your
app launches.

2.3.11 Apps you submit for pre-order on the App Store must be complete and deliverable as submitted. Ensure that
the app you ultimately release is not materially different from what you advertise while the app is in
a pre-order state. If you make material changes to the app (e.g. change business models), you should
restart your pre-order sales.

2.5 Software Requirements

2.5.1 Apps may only use public APIs and must run on the currently shipping OS. Learn more about
public APIs. Keep your apps up-to-date and make sure you phase out any deprecated features, frameworks
or technologies that will no longer be supported in future versions of an OS.
Apps should use APIs and frameworks for their intended purposes and indicate that integration in their app
description. For example, the HomeKit framework should provide home automation services; and HealthKit
should be used for health and fitness purposes and integrate with the Health app.

3.1 Payments

3.1.1 In-App Purchase:

Apps offering “loot boxes” or other mechanisms that provide randomized virtual items for purchase must
disclose the odds of receiving each type of item to customers prior to purchase.

3.1.2(a) Permissible uses:

You may offer a single subscription that is shared across your own apps
and services, but these subscriptions may not extend to third party apps or services.
SubscriptionsGames offered in a game subscription must
work on all of the user’s devices where the app is available. Learn more about sharing a subscription across your apps. Apps must not force users to rate the app, review the app, download other apps, or other similar
actions in order to access functionality, content, or use of the app.As with all apps, those offering subscriptions should allow a user to get what they’ve paid for
without performing additional tasks, such as posting on social media, uploading contacts,
checking in to the app a certain number of times, etc. Subscriptions may not include consumable credits, gems, in-game currencies, etc., even when combined
with other offerings, but you may offer subscriptions that include access to discounted consumable
goods
be owned or exclusively licensed by the developer (e.g.
not part of a game publishing platform). Each game must be downloaded directly from the App Store,
must be designed to avoid duplicate payment by a subscriber, and should not disadvantage
non-subscriber customers.

Apps must not force users to rate the app, review the app, download other apps, or other similar
actions in order to access functionality, content, or use of the app.

As with all apps, those offering subscriptions should allow a user to get what they’ve paid for
without performing additional tasks, such as posting on social media, uploading contacts,
checking in to the app a certain number of times, etc.

Subscriptions may include consumable credits, gems, in-game currencies, etc., and you may offer
subscriptions that include access to discounted consumable goods (e.g. a platinum
membership that exposes gem-packs for a reduced price).

3.1.5 (b) Cryptocurrencies: Apps may facilitate transmission of approved virtual currencies (e.g. Bitcoin, DogeCoin) provided that
they do so in compliance with all state and federal laws for the territories in which the app functions.
Apps facilitating Initial Coin Offerings (“ICOs”), cryptocurrency futures trading, and other crypto-securities
or quasi-securities trading must come from established banks, securities firms, futures commission
merchants (“FCM”), or other approved financial institutions and must comply with all applicable law.

3.2 Other Business Model Issues

3.2.1 Acceptable

(viii) Apps used for financial trading, investing, or money management should come from the financial
institution performing such services or must use a public API offered by the institution
in compliance with its Terms & Conditions.

3.2.2 Unacceptable

(viii) Apps that facilitate binary options trading are not permitted on the App Store.
Consider a web app instead.
Apps that facilitate trading in contracts for difference (“CFDs”) or other derivatives (e.g.
FOREX) must be properly licensed in all jurisdictions where the service is available.

4.2 Minimum Functionality

4.2.1 Apps
using ARKit should
use APIs and frameworks for their intended purposes and indicate that integration in their app description.
For example, the HomeKit framework should provide
home automation services; and HealthKit should be used for health and fitness purposes and integrate
with the Health app. Apps using ARKit should provide rich and integrated augmented reality
experiences; merely dropping a model into an AR view or replaying animation is not enough.

4.2.6 Apps created from a commercialized template or app generation service will be rejected
unless they are submitted directly by the provider of the app’s content. These services should not submit
apps on behalf of their clients and should offer tools that let their clients create customized,
innovative apps that provide unique customer experiences. Another acceptable option for template
providers is to create a single binary to host all client content in an aggregated or “picker” model,
for example as a restaurant finder app with separate customized entries or pages for each client
restaurant, or as an event app with separate entries for each client event.

4.4 Extensions

4.4.1 Keyboard extensions have some additional rules.

They must:

Remain functional without full network access and without requiring full access;
Provide Number and Decimal keyboard types as described in the App Extension Programming Guide;

5.4 VPN Apps

Apps offering VPN services must utilize the NEVPNManager API and must make a clear declaration of what user data will be collected and how it will be used. VPN apps
must not violate local laws, and if you choose to make your VPN app available in a territory that requires
a VPN license, you must provide your license information in the App Review Notes field.

With the imminent release of iOS 11 and the announcement of the iPhone X with Face ID it was only natural for Apple to update the App Store Review Guidelines. But this update is actually rather big and includes many changes that does not relate to the new products as such.

A few notable changes and additions that caught my mind:

Don’t market your app with features or content it does not have (such as claimed “virus scanners”)

Apps may facilitate peer-to-peer payments and are not required to use in-app purchases for such payments as long as no digital content or services are offered in exchange for rhe payment.

“Apps using ARKit should provide rich and integrated augmented reality experiences; merely dropping a model into an AR view or replaying animation is not enough.”

Section 4.7 changes some wording in the context of downloading and running 3rd party code from an app.

The list of app types that must include a privacy policy has been extended to also include “apps that utilize ARKit, Camera APIs, Photo APIs, or other software for depth of facial mapping information”. So if your app falls into this category make sure you have the privacy policy in place and save yourself for a rejection.

Data gathered from depth and/or facial mapping tools (e.g. ARKit, Camera APIs, or Photo APIs) may not be used for advertising or other use-based data mining

Don’t visualize activity data in a way that resembles the Activity Rings in Activity control

IAP renamed to in-app purchases everywhere (not all cases included in the diff below)

Some typos were fixed (not all included in the diff below)

Various other changes; Check the details below.

1.1 Objectionable Content

1.1.1 Defamatory , discriminatory, or mean-spirited content, including references or commentary about religion, race, sexual orientation, gender, national/ethnic origin, or other targeted groups, particularly if the app is likely to humiliate, intimidate, or place a targeted individual or group in harm’s way. Professional political satirists and humorists are generally exempt from this requirement.

2.3 Accurate Metadata

2.3.1 Don’t include any hidden or undocumented features in your app; your app’s functionality should be clear to end-users and App Review. Similarly, you should not market your app on the App Store or offline as including content or services that it does not actually offer (e.g. iOS-based virus and malware scanners). Egregious or repeated behavior is grounds for removal from the Developer Program. We work hard to make the App Store a trustworthy ecosystem and expect our app developers to follow suit; if you’re dishonest, we don’t want to do business with you.

2.3.2 If your app includes in-app purchases, make sure your app description, screenshots, and previews clearly indicate whether any featured items, levels, subscriptions, etc. require additional purchases. If you decide to promote in-app purchases on the App Store, ensure that the IAPin-app purchase Display Name, Screenshot and Description are writtenappropriate for a public audience and that your app properly handles the Purchase Intent APISKPaymentTransactionObserver method so that customers can seamlessly complete the purchase when your app launches.

2.3.3 Screenshots should show the app in use, and not merely the title art, log-in page, or splash screen. They may also include text and image overlays (e.g. to demonstrate input mechanisms, such as an animated touch point or Apple Pencil) and show extended functionality on device, such as Touch Bar.

2.5 Software Requirements

2.5.13 Apps using facial recognition for account authentication must use LocalAuthentication (and not ARKit or other facial recognition technology), and must use an alternate authentication method for users under 13 years old.

3.2 Other Business Model Issues

3.2.1 Acceptable

(vii) Apps may enable individual users to give a monetary gift to another individual without using in-app purchase, provided that (a) the gift is a completely optional choice by the giver, and (b) 100% of the funds go to the receiver of the gift. However, a gift that is connected to or associated at any point in time with receiving digital content or services must use in-app purchase.

4.2 Minimum Functionality

4.2.1 Apps should use APIs and frameworks for their intended purposes and indicate that integration in their app description. For example, the HomeKit framework should provide home automation services; and HealthKit should be used for health and fitness purposes and integrate with the Health app. Apps using ARKit should provide rich and integrated augmented reality experiences; merely dropping a model into an AR view or replaying animation is not enough.

4.7 Third-Party Software HTML5 Games, Bots, etc.

Apps may contain or run code provided by third party developersthat is not embedded in the binary (e.g. HTML5-based games, bots, etc.), as long as the code distribution isn’t the main purpose of the app, the code is not offered in a store or store-like interface, and provided that the software (1) is free or purchased using in-app purchase; (2) only uses capabilities available in a standard WebKit view; your app must use WebKit and JavaScript Core to run third party software and should not attempt to extend or expose native platform APIs to third party software; (3) is offered by developers that have joined the Apple Developer Program and signed the Apple Developer Program License Agreement; and (4) adheres to the terms of these App Review Guidelines (e.g. does not include objectionable content; uses IAPin-app purchase to unlock features and functionality). You must provide an index of third party software and metadata available in your app upon request.

5. Legal

Apps must comply with all legal requirements in any location where you make them available (if you’re not sure, check with a lawyer). We know this stuff is complicated, but it is your responsibility to understand and make sure your app conforms with all local laws, not just the guidelines below. And of course, apps that solicit, promote, or encourage criminal or clearly reckless behavior will be rejected. In extreme cases, such as apps that are found to facilitate human trafficking and/or the exploitation of children, appropriate authorities will be notified.

5.1 Privacy

Protecting user privacy is paramount in the Apple ecosystem, and you should use care when handling personal data to ensure you’ve complied with applicable laws and the terms of the Apple Developer Program License Agreement, not to mention customer expectations. More particularly:

5.1.1 Data Collection and Storage

(i) Apps that collect user or usage data must have a privacy policy and secure user consent for the collection. This includes—but isn’t limited to—apps that implement HealthKit or other health/medical technologies, apps that utilize ARKit, Camera APIs, Photo APIs, or other software for depth of facial mapping information, HomeKit, Keyboard extensions, Apple Pay, Stickers and iMessage extensions, include a login, or access user data from the device. Your app description should let people know what types of access (e.g. location, contacts, calendar, etc.) are requested by your app, and what aspects of the app won’t work if the user doesn’t grant permission.

5.1.2 Data Use and Sharing

(i) You may not attempt, facilitate, or encourage others to identify anonymous users or reconstruct user profiles based on data collected from depth and/or facial mapping tools (e.g. ARKit, Camera APIs, or Photo APIs), or data that you say has been collected in an “anonymized,” “aggregated,” or otherwise non-identifiable way. You may not use or transmit someone’s personal data without first obtaining their permission and providing access to information about how and where the data will be used.

(iii) Data gathered from the HomeKit API or from depth and/or facial mapping tools (e.g. ARKit, Camera APIs, or Photo APIs) may not be used for advertising or other use-based data mining, including by third parties.

5.2 Intellectual Property

5.2.5 Apple Products: Don’t create an app that appears confusingly similar to an existing Apple product, interface (e.g. Finder), app (such as the App Store, iTunes Store, or Messages) or advertising theme, and don’t misspell Apple product names (i.e., GPS for Iphone, iTunz). Apps and extensions, including third party keyboards and Sticker packs, may not include Apple emoji. iTunes music previews may not be used for their entertainment value (e.g. as the background music to a photo collage or the soundtrack to a game) or in any other unauthorized manner. If your app displays Activity rings, dothey should not modify the look and feel of the rings themselves or thevisualize Move, Exercise, or Stand data they representin a way that resembles the Activity control. The Human Interface Guidelines have more information on how to use Activity rings.

After a densely packed WWDC keynote with many new features for developers and user, Apple also published a new version of the App Store Review Guidelines. There are many changes ranging from minor rephrasings to totally new rules.

A few notable changes and additions that caught my mind:

New note on how to respond to App Store customer reviews.

Note saying developers must now use the provided API to prompt users for reviews rather than link to the App Store page from a custom prompt.

App names can now only be 30 characters long. Previosly this limit was 50 characters. There is a new subtitle feature in iTunes Connect that we should use instead of long descriptive titles.

Apps that provide a programming interface may now (in some cases) download and run code from the Internet.

Clarifications regarding IAP and other purchasing methods for “reader” apps.

Binary options trading apps are no longer allowed.

Apps created from a commercialized template or app generation service will be rejected.

Your app description should let people know what types of access (e.g. location, contacts, calendar, etc.) are requested by your app, and what aspects of the app won’t work if the user doesn’t grant permission.

All the changes are listed below. Additions have green highlight and deletions have red highlight and strikeout.

Introduction

The App Store is a great way to reach hundreds of millions of people around the world. If you build an app that you just want to show to family and friends, the App Store isn’t the best way to do that. Consider Ad Hoc distribution or the Enterprise Program. If you’re just getting started, learn more about the Apple Developer Program.

If your app looks like it was cobbled together in a few days, or you're trying to get your first practice app into the store to impress your friends, please brace yourself for rejection. We have lots of serious developers who don't want their quality apps to be surrounded by amateur hour.
We will reject apps for any content or behavior that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said, "I'll know it when I see it". And we think that you will also know it when you cross it.
If you attempt to cheat the system (for example, by trying to trick the review process, steal user data, copy another developer's work, or manipulate ratings) your apps will be removed from the store and you will be expelled from the Developer Program.

Before you submit

To help your app approval go as smoothly as possible, review the common missteps listed below that can slow
down
the review process or trigger a rejection. This doesn’t replace the guidelines or guarantee approval, but
making
sure you can check every item on the list is a good start. If your app no longer functions as intended or you’re no longer actively supporting it, it will be removed from the App Store. Learn More about App Store Improvements.

1.1 Objectionable Content

1.1.7 App Store Reviews:

App Store customer reviews can be an integral part of the app experience, so you should treat customers with respect when responding to their comments. Keep your responses targeted to the user’s comments and do not include personal information, spam, or marketing in your response.

Use the provided API to prompt users to review your app; this functionality allows customers to provide an App Store rating and review without the inconvenience of leaving your app, and we will disallow custom review prompts.

1.4 Physical Harm

If your app behaves in a way that risks physical harm, we may reject it. For example:

1.4.1 Medical apps that could provide inaccurate data or information, or that could be
used for diagnosing or treating patients may be reviewed with greater scrutiny. If your medical app has received regulatory clearance, please submit a link to that documentation with your app.

Apps must clearly disclose data and methodology to support accuracy claims relating to health measurements, and if the level of accuracy or methodology cannot be validated, we will reject your app. For example, apps that claim to take x-rays, measure blood pressure, body temperature, blood glucose levels, or blood oxygen levels using only the sensors on the device are not permitted.

Apps should remind users to check with a doctor in addition to using the app and before making medical decisions.

If your medical app has received regulatory clearance, please submit a link to that documentation with
your app.

1.4.3 Apps should notthat
encourage consumption of tobacco products, illegal or excessive consumption of drugs or alcohol; or encourage minors to consume
drugs, or excessive amounts of alcohol are not permitted on the App Store. Apps that encourage minors to consume any of these substances will be rejected. Facilitating the sale of marijuana,
or tobacco; and facilitating the sale of marijuana, or controlled substances (except for licensed pharmacies)
isn’t allowed.

1.4.5 Apps should not urge customers to use their devices in a way that contradicts
safety documentation for Apple hardware, risking damage to the device or physical harm to people. For
example, apps should not encourage placing the device under a mattress or pillow while charging or perform excessive write cycles to the solid state drive. Review device documentation.

2.3 Accurate Metadata

2.3.2 If your app includes in-app purchases, make sure your app description,
screenshots, and previews clearly indicate whether any featured items, levels, subscriptions, etc.
require additional purchases. If you decide to promote in-app purchases on the App Store, ensure that the IAP Display Name and Description are written for a public audience and that your app properly handles the Purchase Intent API so that customers can seamlessly complete the purchase when your app launches.

2.3.3 Screenshots should show the app in use, and not merely the title art, log-in
page, or splash screen. They may also include text overlays and show extended functionality on device, such as Touch Bar.

2.3.7 Choose a unique app name, assign keywords that accurately describe your app, and
don’t try to pack any of your metadata with trademarked terms, popular app names, or other irrelevant
phrases just to game the system. App names must be limited to 5030 characters and should not include prices, terms, or descriptions that are not the name of the app. App subtitles are a great way to provide additional context for your app; they must follow our standard metadata rules and should not include inappropriate content, reference other apps, or make unverifiable product claims.
Apple may modify inappropriate keywords at any time.

2.3.8 Metadata should be appropriate for all audiences, so make sure your app and in-app purchase icons, screenshots, and previews adhere to a 4+ age
rating even if your app is rated higher. For example, if your app is a game that includes violence,
select images that don’t depict a gruesome death or a gun pointed at a specific character. Use of terms like “For Kids” and “For Children” in app names is reserved for the Kids Category. Remember
to ensure your metadata, including app name and icons (small, large, Apple Watch app, etc.), are similar
to avoid creating confusion.

2.5 Software Requirements

2.5.1 Apps may only use public APIs and must run on the currently shipping OS.
Learn more about public APIs. Keep your apps up-to-date and make sure you phase out any deprecated features, frameworks or technologies that will no longer be supported in future versions of an OS.

2.5.2 Apps should be self-contained in their bundles, and may not read or write data
outside the designated container area, nor may they download, install, or execute code, including
other iOS, watchOS, macOS, or tvOS apps. Apps designed to teach, develop, or test executable code may, in limited circumstances, download code provided that such code is not used for other purposes. Such apps must make the source code provided by the Application completely viewable and editable by the user.

2.5.9 Apps that alter or disable the functions of standard
switches, such as the Volume Up/Down and Ring/Silent switches, or other native user interface elements
or behaviors will be rejected. For example, apps should not block links out to other apps or other features that users would expect to work a certain way. Learn more about proper handling of links.

2.5.11 SiriKit

(ii) Ensure that the vocabulary and phrases in your plist pertains to your app
and the SiriKit functionality of the intents the app has registered for. Aliases must relate directly to your app or company name and should not be generic terms or include third party app names or services.

2.5.12 Apps using CallKit or including an SMS Fraud Extension should only block phone numbers that are confirmed spam. Apps that include call-, SMS-, and MMS- blocking functionality or spam identification must clearly identify these features in their marketing text and explain the criteria for their blocked and spam lists. You may not use the data accessed via these tools for any purpose not directly related to operating or improving your app or extension (e.g. you may not use, share, or sell it for tracking purposes, creating user profiles, etc.)

3.1 Payments

3.1.1 In-App Purchase:

If you want to unlock features or functionality within your app, (by way of example:
subscriptions, in-game currencies, game levels, access to premium content, or unlocking
a full version), you must use in-app purchase. Apps may use in-app purchase currencies to enable customers to “tip” digital content providers in the app. Apps may not
include buttons, external links, or other calls to action that direct customers to
purchasing mechanisms other than IAP.

Any credits or in-game currencies purchased via IAP must be consumed within the app and may
not expire, and you should make sure you have a restore mechanism for any restorable
in-app purchases.

3.1.2(a) Permissible uses: If you offer an auto-renewing
subscription, you must provide ongoing value to the customer, and the subscription period must last at least seven days and be available across all of the user’s devices.

3.1.3 Content-based “Reader”
Apps: Apps may allow a user to access previously purchased content or content
subscriptions (specifically: magazines, newspapers, books, audio, music, video, access to
professional databases, VoIP, cloud storage, and approved services such as educational apps that
manage student grades and schedules), as well as consumable items in multi-platform games, provided
the app doesthat you agree not directto directly or indirectly target iOS users to use a purchasing mechanismmethod other than IAP, and your general communications about other purchasing methods are not designed to discourage use of
IAP.

3.2 Other Business Model Issues

3.2.1 Acceptable

(vi) Approved nonprofits may fundraise directly within their own apps
usingor third-party apps, provided those fundraising campaigns adhere to all App Review Guidelines and offer
Apple Pay, provided those fundraising campaigns adhere to all App Review Guidelines support. These apps must disclose how the funds will be
used, abide by all required local and federal laws, and makeensure appropriate tax receipts are available to donors. Additional information shall be provided to App Review upon request. Nonprofit
platforms that connect donors to other nonprofits must ensure that every nonprofit
listed in the app has also gone through the nonprofit approval process. Learn more about
becoming an approved
nonprofit.

3.2.2 Unacceptable

(iv) Unless you are an approved nonprofit or otherwise permitted under Section 3.2.1 (vi) above,
collecting funds within the app for charities and fundraisers. Apps that seek to raise
money for such causes must be free on the App Store and may
only collect funds outside of the app, such as via Safari or SMS.

(vi) Apps should allow a user to get what they’ve paid for without
performing additional tasks, such as posting on social media, uploading contacts,
checking in to the app a certain number of times, etc. Apps should not forcerequire users to rate the
app, review the app, watch videos, download other apps,
tap on advertisements, or take other similar actions in
order to access functionality, content, or use of the app, or receive monetary or other compensation.

(vii) Artificially manipulating a user’s visibility, status, or rank on other services unless permitted by that service’s Terms and Conditions

(viii) Apps that facilitate binary options trading are not permitted on the App Store. Consider a web app instead.

4.2 Minimum Functionality

4.2.2 Other than catalogs, which have a dedicated category, apps
shouldn’t primarily be marketing materials, advertisements, web clippings, content aggregators,
or a collection of links.

4.2.6 Apps created from a commercialized template or app generation service will be rejected.

4.4 Extensions

4.4.1 Keyboard extensions have some additional rules.

They must:

Follow Sticker guidelines if the keyboard includes images or emojis

Remain functional without full network access and without requiring full
access;

4.5 Apple Sites and Services

4.5.2The Apple Music API lets

(i) The MusicKit APIs let
customers access their subscription while using your app. They are intended for simple music playback by Apple Music subscribers. Users
must initiate the playback of an Apple Music stream and be
able to navigate playback using standard media controls such
as “play,” “pause,” and “skip;.” apps may not automate these actions. Moreover, your app
may not require payment or indirectly monetize access to the Apple Music service (e.g.
in-app purchase, advertising, requesting user info, etc.). Do not download, upload, or enable sharing of music files sourced from the MusicKit APIs, except as explicitly permitted in MusicKit documentation.

(ii) Using the MusicKit APIs is not a replacement for securing the licenses you might need for a deeper or more complex music integration. For example, if you want your app to play a specific song at a particular moment, or to create audio or video files that can be shared to social media, you’ll need to contact rights-holders directly to get their permission (e.g. synchronization or adaptation rights) and assets. Cover art and other metadata may only be used in connection with music playback or playlists (including App Store screenshots displaying your app’s functionality), and should not be used in any marketing or advertising without getting specific authorization from rights-holders. Make sure to follow the Apple Music Identity Guidelines when integrating Apple Music services in your app.

(iii) Apps that access Apple Music user data, such as playlists and favorites, must clearly disclose this access in the purpose string. Any data collected may not be shared with third parties for any purpose other than supporting or improving the app experience. This data may not be used to identify users or devices, or to target advertising.

4.6 Alternate App Icons

Apps may display customized icons, for example, to reflect a sports team preference, provided that each change is initiated by the user and the app includes settings to revert to the original icon. All icon variants must relate to the content of the app and changes should be consistent across all system assets, so that the icons displayed in Settings, Notifications, etc. match the new springboard icon. This feature may not be used for dynamic, automatic, or serial changes, such as to reflect up-to-date weather information, calendar notifications, etc.

4.7 Third-Party Software

Apps may contain or run code provided by third party developers (e.g. HTML5-based games), as long as the code is not offered in a store or store-like interface, and provided that the software (1) is free or purchased using in-app purchase; (2) only uses capabilities available in a standard WebKit view; your app must use WebKit and JavaScript Core to run third party software and should not attempt to extend or expose native platform APIs to third party software; (3) is offered by developers that have joined the Apple Developer Program and signed the Apple Developer Program License Agreement; and (4) adheres to the terms of these App Review Guidelines (e.g. does not include objectionable content; uses IAP to unlock features and functionality). You must provide an index of third party software and metadata available in your app upon request.

5.1 Privacy

5.1.1 Data Collection and
Storage

(i) Apps that collect user or usage data must have a privacy policy and
secure user consent for the collection. This includes—but isn’t limited to—apps that
implement HealthKit or other health/medical technologies, HomeKit, Keyboard extensions,
Apple Pay, Stickers and iMessage extensions, include a login, or access user data from
the device. Your app description should let people know what types of access
(e.g. location, contacts, calendar, etc.) are requested by your app, and what aspects of the app won’t work if the user doesn’t grant permission.

5.1.2 Data Use and Sharing

(i)Apps cannotYou may not attempt, facilitate, or encourage others to identify users or reconstruct user profiles based on data that you say has been collected in an “anonymized,” “aggregated,” or otherwise non-identifiable way. You may not
use or transmit someone’s personal data without first obtaining their permission and
providing access to information about how and where the data will be used.

5.2 Intellectual Property

5.2.1 Generally: Don’t use protected third party material such as trademarks,
copyrighted works, or patented ideas in your app without permission, and don’t include
misleading, false, or copycat representations, names, or metadata in your app bundle or developer name. Apps should be submitted by the person or legal entity that owns or has licensed the intellectual property and other relevant rights and is responsible for offering any services provided by the app.

5.2.5 Apple Products: Don’t create an app that appears confusingly similar to
an existing Apple product, interface (e.g. Finder), app (such as the App Store, iTunes Store, or Messages) or advertising theme, and don’t
misspell Apple product names (i.e., GPS for Iphone, iTunz). Apps and extensions, including third party keyboards and Sticker packs, may not include Apple emoji. iTunes
music previews may not be used for their entertainment value (e.g. as the background music to a
photo collage or the soundtrack to a game) or in any other unauthorized manner. If your app
displays Activity rings, do not modify the look and feel of the rings themselves or the data
they represent. The Human
Interface Guidelines have more information on how to use Activity rings.

This change also included Apple renaming Mac OS X to its new name macOS in several places.

3.2 Other Business Model Issues

3.2.1 Acceptable

(vi) Approved nonprofits may fundraise directly within their own apps using Apple Pay, provided those fundraising campaigns adhere to all App Review Guidelines. These apps must disclose how the funds will be used, abide by all required local and federal laws, and make appropriate tax receipts available to donors. Nonprofit platforms that connect donors to other nonprofits must ensure that every nonprofit listed in the app has also gone through the nonprofit approval process. Learn more about becoming an approved nonprofit.

3.2.2 Unacceptable

(iv)CollectingUnless you are an approved nonprofit, collecting funds within the app for charities and fundraisers. Apps that seek to raise money for such causes must be free on the App Store and may only collect funds outside of the app, such as via Safari or SMS.

This update to the App Store Review Guidelines is mostly about the new iOS features SiriKit and Stickers, but also includes the previously promised new rules for subscription based apps. The full diff is listed below, but a few interesting new bits include:

App names must be limited to 50 characters and should not include terms or descriptions that are not the name of the app.

This was also mentioned in the “App Store Improvements” email sent to developers on September 1st and will be enforced for new apps and app updates.

Section 3.2.2 has a new point that I think is worth to notice:

Apps should allow a user to get what they’ve paid for without performing additional tasks, such as posting on social media, uploading contacts, checking in to the app a certain number of times, etc. Apps should not force users to rate the app, review the app, download other apps, or take other similar actions in order to access functionality, content, or use of the app.

Seems to me that many apps and games currently encourage users to rate the app by offering rewards like free coins or similar for doing so. It will be interesting to see if Apple enforce this rule in a way that also prohibits this behavior where users are not forced, but gets rewarded.

And remember that even after your app has been approved, you should update your app to ensure it remains functional and engaging to new and existing customers. Apps that stop working or offer a degraded experience may be removed from the App Store at any time.

Yes Apple will finally start to remove abandoned apps from the App Store. This should be a win for everyone.

2.3 Accurate Metadata

2.3.4 Previews are a great way for customers to see what your app looks like and what it does. To ensure people understand what they’ll be getting with your app, previews may only use video screen captures of the app itself. Stickers and iMessage extensions may show the user experience in the Messages app. You can add narration and video or textual overlays to help explain anything that isn’t clear from the video alone.

2.3.7 Choose a unique app name, assign keywords that accurately describe your app, and don’t try to pack any of your metadata with trademarked terms, popular app names, or other irrelevant phrases just to game the system. App names must be limited to 50 characters and should not include terms or descriptions that are not the name of the app. Apple may modify inappropriate keywords at any time.

2.5 Software Requirements

2.5.11 SiriKit

(i) Apps integrating SiriKit should only sign up for intents they can handle without the support of an additional app and that users would expect from the stated functionality. For example, if your app is a meal planning app, you should not incorporate an intent to start a workout, even if the app shares integration with a fitness app.

(ii) Ensure that the vocabulary and phrases in your plist pertains to your app and the SiriKit functionality of the intents the app has registered for.

(iii) Resolve the Siri request in the most direct way possible and do not insert ads or other marketing between the request and its fulfillment. Only present interstitial UI when required to complete the task (e.g. asking the user to specify a particular type of workout).

3.1 Payments

3.1.2 Subscriptions:Subscriptions: AutoApps may offer auto-renewing subscriptions should only be offered using in-app purchase andsubscriptions, regardless of category on the App Store. When incorporating auto-renewable subscriptions into your app, be sure to follow the guidelines below.

Note: We will update these guidelines in the coming weeks for the subscription changes launching this fall

3.1.2(a) Permissible uses: If you offer an auto-renewing subscription, you must provide ongoing value to the customer. While the following list is not exhaustive, examples of appropriate subscriptions include: new game levels; episodic content; multi-player support; apps that offer consistent, substantive updates; access to large collections of, or continually updated, media content; software as a service (“SAAS”); and cloud support. In addition:

Subscriptions may only be used for periodicalsbe offered alongside a la carte offerings (e.g. newspapersyou may offer a subscription to an entire library of films as well the purchase or rental of a single movie).

You may offer a single subscription that is shared across your own apps, magazines)but these subscriptions may not extend to third party apps or services. Subscriptions must work on all of the user’s devices where the app is available. Learn more about sharing a subscription across your apps.

Apps must not force users to rate the app, businessreview the app, download other apps, or other similar actions in order to access functionality, content, or use of the app.

As with all apps, those offering subscriptions should allow a user to get what they’ve paid for without performing additional tasks, such as posting on social media, uploading contacts, checking in to the app a certain number of times, etc.

Subscriptions may not include consumable credits, gems, in-game currencies, etc., even when combined with other offerings, but you may offer subscriptions that include access to discounted consumable goods (e.g. enterprise, productivity, professional creative, cloud storage), media apps (e.g. video, audio, voice, photo sharing), and other approved services (e.g. dating, dieting, weathera platinum membership that exposes gem-packs for a reduced price). These subscriptions must last a minimum of 7 days and be accessible from all of the user’s devices where the

If you are changing your existing app is availableto a subscription-based business model, you should not take away the primary functionality existing users have already paid for. You may offer subscriptions that are shared acrossFor example, let customers who have already purchased a “full game unlock” continue to access the full game after you introduce a subscription model for new customers.

3.1.2(b) Upgrades and Downgrades: Users should have a seamless upgrade/downgrade experience and should not be able to inadvertently subscribe to multiple variations of the same thing. Review best practices on managing your subscription upgrade and downgrade options.

3.1.2(c) Subscription Information: Before asking a customer to subscribe, you should clearly describe what the user will get for the price. How many issues per month? How much cloud storage? What kind of access to your service? Also ensure you clearly communicate the requirements described in Schedule 2 of your agreement in Agreements, Tax, and Banking.

3.2 Other Business Model Issues

3.2.2 Unacceptable

(vi) Apps should allow a user to get what they’ve paid for without performing additional tasks, such as posting on social media, uploading contacts, checking in to the app a certain number of times, etc. Apps should not force users to rate the app, review the app, download other apps, or take other similar actions in order to access functionality, content, or use of the app.

4. Design

Apple customers place a high value on products that are simple, refined, innovative, and easy to use, and that’s what we want to see on the App Store. Coming up with a great design is up to you, but the following are minimum standards for approval to the App Store. And remember that even after your app has been approved, you should update your app to ensure it remains functional and engaging to new and existing customers. Apps that stop working or offer a degraded experience may be removed from the App Store at any time.

Have a primary category of Utilities when the keyboard is the main point of the app; and

Collect user activity only to enhance the functionality of the user’s keyboard extension on the iOS device.

They must not:

Include marketing, advertising, or in-app purchases;

Launch other apps besides Settings; or

Repurpose keyboard buttons for other behaviors (e.g. holding down the “return” key to launch the camera.

4.4.2 Safari extensions must run on the current version of Safari on OS X. They may not interfere with System or Safari UI elements and must never include malicious or misleading content or code. Violating this rule will lead to removal from the Developer Program. Safari extensions should not claim access to more websites than strictly necessary to function.

4.4.3 Stickers

Stickers are a great way to make Messages more dynamic and fun, letting people express themselves in clever, funny, meaningful ways. Whether your app contains a sticker extension or you’re creating free-standing sticker packs, its content shouldn’t offend users, create a negative experience, or violate the law.

(i) In general, if it wouldn’t be suitable for the App Store, it doesn’t belong in a sticker.

(ii) Consider regional sensitivities, and do not make your sticker pack available in a country where it could be poorly received or violate local law.

(iii) If we don’t understand what your stickers mean, include a clear explanation in your review notes to avoid any delays in the review process.

(iv) Ensure your stickers have relevance beyond your friends and family; they should not be specific to personal events, groups, or relationships.

(v) You must have all the necessary copyright, trademark, publicity rights, and permissions for the content in your stickers, and shouldn’t submit anything unless you’re authorized to do so. Keep in mind that you must be able to provide verifiable documentation upon request. Apps with sticker content you don’t have rights to use will be removed from the App Store and repeat offenders will be removed from the Developer Program. If you believe your content has been infringed by another provider, submit a claim here.

5.1 Privacy

5.1.1 Data Collection and Storage

(i) Apps that collect user or usage data must have a privacy policy and secure user consent for the collection. This includes—but isn’t limited to—apps that implement HealthKit or other health/medical technologies, HomeKit, Keyboard extensions, Apple Pay, Stickers and iMessage extensions, include a login, or access user data from the device (e.g. location, contacts, calendar, etc.).

(ii) If your app doesn’t include significant account-based features, let people use it without a log-in. Apps may not require users to enter personal information to function, except when directly relevant to the core functionality of the app or required by law. If your core app functionality is not related to a specific social network (e.g. Facebook, WeChat, Weibo, Twitter, etc.), you must provide access without a login or via another mechanism. Pulling basic profile information, sharing to the social network, or inviting friends to use the app are not considered core app functionality.

(iii) Developers that use their apps to surreptitiously discover passwords or other private data will be removed from the Developer Program.

(iv)SafariViewContoller must be used to visibly present information to users; the controller may not be hidden or obscured by other views or layers. Additionally, an app may not use SafariViewController to track users without their knowledge and consent.

What a keynote! Apple announced significant updates for their 4 big platforms: iOS, macOS, watchOS, and tvOS. And right after the keynote ended the App Store Review Guidelines were also updated. But not just updated… Totally rewritten! The previous 30 sections have been reduce to only 5 sections but the word count has gone up from around 5000 words to over 6000 words.

This post will not include a diff showing what changed since the last update in April since basically everything changed.

From the introduction:

The guiding principle of the App Store is simple - we want to provide a safe experience for users to get apps and a great opportunity for all developers to be successful. We have updated the App Review Guidelines with that principle in mind. The guidelines themselves haven’t changed, but they are better organized and provide more context. On the following pages you will find guidelines arranged into five clear sections: Safety, Performance, Business, Design, and Legal.

Most significant is perhaps the new section 10.8 that states apps using background location services must provide a reason for doing so. What Apple considers a fair reason is not really clear although the HIG is mentioned.

Another significant addition is the new section 30 about the Apple Music API that was introduced in iOS 9.3. As described in the iOS 9.3 release note the new API allows 3rd party apps to add music to a user’s Apple Music library and play it.

The update did also include some minor additions mentioning new Apple products such as CareKit and Apple Music in various sections. Additions are highlighted in green below.

4. Location

4.5

Apps using background location services must provide a reason that clarifies the purpose of the use, using mechanisms described in the Human Interface Guidelines

8. Content and Intellectual Property Rights

8.6

Apps that include the ability to save or download music or video content from third party sources (e.g. Apple Music, YouTube, SoundCloud, Vimeo, etc) without explicit authorization from those sources will be rejected

10. User interface

10.8

Apps displaying Activity rings may not modify the rings or the data they represent

11. Purchasing and currencies

11.8

Apps that use IAP to purchase access to built-in capabilities provided by iOS, watchOS, and tvOS, such as the camera or the gyroscope, or Apple-branded peripherals, such as Apple Pencil or Apple Keyboard, or Apple services, such as Apple Music access or iCloud storage, will be rejected

25. Extensions

25.7

Apps offering Keyboard extensions must provide keyboard functionality (e.g. typed characters), have a primary category of Utilities and a privacy policy or they will be rejected

27. HealthKit, CareKit, and Human Subject Research

27.1

Apps using the HealthKit frameworkor CareKit frameworks or conducting human subject research for health purposes, such as through the use of ResearchKit, must comply with applicable law for each Territory in which the App is made available, as well as Sections 3.3.28 and 3.3.39 of the iOS Developer Program License Agreement

27.2

Apps that write false or inaccurate data into HealthKit or CareKit will be rejected

27.4

Apps may not use or disclose to third parties user data gathered from the HealthKit APIor CareKit APIs or from health-related human subject research for advertising or other use-based data mining purposes other than improving health, or for the purpose of health research

27.5

Apps that share user data acquired via the HealthKit APIor CareKit APIs with third parties without user consent will be rejected

27.6

Apps using the HealthKit frameworkor CareKit frameworks must indicate integration with the Health app in their marketing text and must clearly identify the HealthKit and CareKit functionality in the app’s user interface

27.7

Apps using the HealthKit frameworkor CareKit frameworks or conducting human subject research must provide a privacy policy or they will be rejected

30. Apple Music API

30.1

Apps using the Apple Music API that trigger playback without explicit user action will be rejected

30.2

Apps using the Apple Music API must expose and respect standard media controls such as “play,” pause,” and “skip”

30.3

Apps using the Apple Music API may not require payment or otherwise monetize access to the Apple Music service (eg. in-app purchase, advertising, requesting user info)

Along with other releases (iOS 9.1, watchOS 2.0.1 and tvOS GM) Apple silently updated the App Store Review Guidelines today. The changes listed below are mostly related to the release of the new Apple TV, but the new Apple Pencil also gets a mention.

The new section 2.27 is rather confusing in its mention of the new Siri remote without explaining that the section only applies to tvOS apps (which we assume).

The updated section 3.6 now says that tvOS top shelf extensions must only show content that adhere to the 4+ age rating. This basically means that we should be very careful with using any user generated content for the top shelf.

2. Functionality

2.27

If your app’s core functionality doesn’t work with the Siri remote it will be rejected. The app may, however, provide enhanced functionality in connection with a game controller or other peripheral

3. Metadata (name, descriptions, ratings, rankings, etc.)

3.6

Apps with App icons, screenshots, and previews, and images displayed when an Apple TV app is in the top shelf of the Apple TV home screen that do not adhere to the 4+ age rating will be rejected

3.17

App previews and screenshots that include content played or streamed via the app (e.g. iTunes playlistmusic, YouTube streaming video, and related cover art) that is not licensed for use in the preview or screenshots will be rejected

10. User interface

10.1

Apps must comply with all terms and conditions explained in the applicable Apple Human Interface Guidelines:

11. Purchasing and currencies

11.8

Apps that use IAP to purchase access to built-in capabilities provided by iOS, watchOS, and tvOS, such as the camera or the gyroscope, or Apple-branded peripherals, such as Apple Pencil or Apple Keyboard, will be rejected

23. PassbookWallet

23.1

Passbook PassesWallet passes can be used to make or receive payments, transmit offers, or offer identification (such as movie tickets, airline tickets, coupons and reward offers). Other uses may result in the rejection of the App and the revocation of PassbookWallet credentials

23.2

Passes must include valid contact information from the issuer of the pass or the App will be rejected and PassbookWallet credentials may be revoked

23.3

Passes must be signed by the entity that will be distributing the pass under its own name, trademark, or brand or the App will be rejected and PassbookWallet credentials may be revoked

Shortly after customers begin to receive their Apple Watches and Apple boasts over 3,500 Watch apps are available, Apple made two small changes to the App Store Review Guidelines. The new section 10.7 states that watch apps must do more than just telling time. Also a new requirement on Human Subject Research says that the research should have approval from an independant ethics review board.

10. User interface

10.2

Apps that look similar to Apps bundled on the iPhoneiOS or Watch OS devices, including the App Store, iTunes Store, and iBooks Store, will be rejected

10.7

Watch Apps whose primary function is telling time will be rejected

27. HealthKit and Human Subject Research

27.10

Apps conducting health-related human subject research must secure approval from an independent ethics review board. Proof of such approval must be provided upon request.

After the Spring Forward media event earlier this week Apple has updated the App Store Review Guidelines with a few changes to the HealthKit so that it also mentions ResearchKit and there is a new paragraph on Apple Pay recurring payments. Finally there is a new paragraph stating that apps downloading media from online services such as YouTube, SoundCloud, and Vimeo etc. must obtain permission from those companies before doing so.

8. Content and Intellectual Property Rights

8.6

Apps that include the ability to download music or video content from third party sources (e.g. YouTube, SoundCloud, Vimeo, etc) without explicit authorization from those sources will be rejected

9. Media content

9.4

Video streaming content over a cellular network longer than 10 minutes must use HTTP Live Streaming and include a baseline 64192 kbps or lower HTTP Live stream

27. HealthKit and Human Subject Research

27.1

Apps using the HealthKit framework or conducting human subject research for health purposes, such as through the use of ResearchKit, must comply with applicable law for each Territory in which the App is made available, as well as Sections 3.3.28 and 3.3.39 of the iOS Developer Program License Agreement

27.4

Apps may not use or disclose to third parties user data gathered from the HealthKit API or from health-related human subject research for advertising or other use-based data mining purposes other than improving health, medical, and fitness management, or for the purpose of medicalhealth research

27.7

Apps using the HealthKit framework or conducting human subject research must provide a privacy policy or they will be rejected

27.9

Apps conducting health-related human subject research must obtain consent from participants or, in the case of minors, their parent or guardian. Such consent must include the (a) nature, purpose, and duration of the research; (b) procedures, risks, and benefits to the participant; (c) information about confidentiality and handling of data (including any sharing with third parties); (d) a point of contact for participant questions; and (e) the withdrawal process

29. Apple Pay

29.1

Apps using Apple Pay must provide all material purchase information to the user prior to sale of any good or service or they will be rejected; Apps using Apple Pay to offer recurring payments must, at a minimum, disclose the length of the renewal term and the fact that it will continue until canceled, what will be provided during each period, the charges that will be billed to the customer, and how to cancel.

29. Apple Pay

29.1

Apps using Apple Pay must provide all material purchase information to the user prior to sale of any good or service or they will be rejected

29.2

Apps using Apple Pay must use Apple Pay branding and user interface elements correctly and as described in the Apple Pay Human Interface Guidelines or they will be rejected

29.3

Apps using Apple Pay as a purchasing mechanism may not offer goods or services that violate the law of any territory in which the good or service will be delivered and may not be used for any illegal purpose

29.4

Apps using Apple Pay must provide a privacy policy or they will be rejected

29.5

Apps using Apple Pay may only share user data acquired via Apple Pay with third parties when provided to facilitate or improve delivery of goods and services or to comply with legal requirements

Together with the iOS 8 release Apple updated the App Store Review Guidelines with new sections on Extensions, HomeKit, HealtKit and Testflight. Some rules on the new app previews (videos) were also introduce along with a requirement to have a privacy policy and a flagging feature if the app has user generated content.

2. Functionality

2.9

Apps that are "beta", "demo", "trial", or "test" versions will be rejected. Beta Apps may only be submitted through TestFlight and must follow the TestFlight guidelines

2.25

Apps that display Apps other than your own for purchase or promotion in a manner similar to or confusing with the App Store will be rejected, unless designed for a specific approved need (e.g. health management, aviation, accessibility, etc.) or which provide significant added value for a specific group of customers

3. Metadata (name, descriptions, ratings, rankings, etc.)

3.3

Apps with names, descriptions, or screenshots , or previews not relevant to the content and functionality of the App will be rejected

3.6

Apps with App icons, screenshots, and previews that do not adhere to the 4+ age rating will be rejected

3.13

Apps with screenshots, previews, and marketing text that do not clearly identify supplemental content or items that must be purchased separately (e.g. using IAP) will be rejected

3.14

App previews may only use video screen captures of the app, voice-overs, and textual and design overlays, or the app will be rejected

3.15

Apps with previews that display personal information of a real person without permission will be rejected/span>

3.16

App previews may only include music that is licensed for that purpose in all selected territories

3.17

App previews that include content played or streamed via the app (e.g. iTunes playlist, YouTube streaming video) that is not licensed for use in the preview will be rejected

14. Personal attacks

14.3

Apps that display user generated content must include a method for filtering objectionable material, a mechanism for users to flag offensive content, and the ability to block abusive users from the service

17. Privacy

17.5

Apps that include account registration or access a user’s existing account must include a privacy policy or they will be rejected

22. Legal requirements

22.10

Apps that use iTunes music previews in an unauthorized manner will be rejected

25.6

25.7

Apps offering Keyboard extensions must have a primary category of Utilities and a privacy policy or they will be rejected

25.8

Apps offering Keyboard extensions may only collect user activity to enhance the functionality of their keyboard extension on the iOS device or they may be rejected

26. HomeKit

26.1

Apps using the HomeKit framework must have a primary purpose of providing home automation services

26.2

Apps using the HomeKit framework must indicate this usage in their marketing text and they must provide a privacy policy or they will be rejected

26.3

Apps must not use data gathered from the HomeKit APIs for advertising or other use-based data mining

26.4

Apps using data gathered from the HomeKit API for purposes other than improving the user experience or hardware/software performance in providing home automation functionality will be rejected

27. HealthKit

27.1

Apps using the HealthKit framework must comply with applicable law for each Territory in which the App is made available, as well as Sections 3.3.28 and 3.39 of the iOS Developer Program License Agreement

27.2

Apps that write false or inaccurate data into HealthKit will be rejected

27.3

Apps using the HealthKit framework that store users’ health information in iCloud will be rejected

27.4

Apps may not use user data gathered from the HealthKit API for advertising or other use-based data mining purposes other than improving health, medical, and fitness management, or for the purpose of medical research

27.5

Apps that share user data acquired via the HealthKit API with third parties without user consent will be rejected

27.6

Apps using the HealthKit framework must indicate integration with the Health app in their marketing text and must clearly identify the HealthKit functionality in the app’s user interface

27.7

Apps using the HealthKit framework must provide a privacy policy or they will be rejected

27.8

Apps that provide diagnoses, treatment advice, or control hardware designed to diagnose or treat medical conditions that do not provide written regulatory approval upon request will be rejected

28. TestFlight

28.1

Apps may only use TestFlight to beta test apps intended for public distribution and must comply with the full App Review Guidelines

28.2

Apps using TestFlight must be submitted for review whenever a build contains material changes to content or functionality

28.3

Apps using TestFlight may not be distributed to testers in exchange for compensation of any kind

Most notably in this set of changes of the App Store Review Guidelines, Apple now allows apps to show a collection of other apps that don’t have to be your own if they form a collection in a way Apple approves. Apps are now also allowed to facilitate transmission of approved virtual currencies. In other words Bitcoin apps are now officially allowed.

2. Functionality

2.25

Apps that display Apps other than your own for purchase or promotion in a manner similar to or confusing with the App Store will be rejected, unless designed for a specific approved need (e.g. health management, aviation, accessibility, etc.) or which provide significant added value for a specific group of customers

2.26

Apps may display and recommend apps other than your own only if the collection is designed for a specific approved need (e.g. health management, aviation, accessibility, etc.) or provides significant added value for a specific group of customers, or they will be rejected

3. Metadata (name, descriptions, ratings, rankings, etc.)

3.13

Apps with screenshots and marketing text that do not clearly identify supplemental content or items that must be purchased separately (e.g. using IAP) will be rejected

8. Trademarks and trade dressContent and Intellectual Property Rights

8.3

Apps that appear confusingly similar to an existing Apple product, interface, or advertising theme will be rejected

11. Purchasing and currencies

11.9

Apps containing content or services that expire after a limited time will be rejected, except for specific approved content (e.g. films, television programs, music, books)

11.17

Apps may facilitate transmission of approved virtual currencies provided that they do so in compliance with all state and federal laws for the territories in which the app functions

20. Contests, sweepstakes, lotteries, raffles, and gambling

20.4

Apps that allow a user to directly purchase a lottery or raffle ticket in the App will be rejected

20.5

Apps that offer real money gaming (e.g. sports betting, poker, casino games, horse racing) or lotteries must have necessary licensing and permissions in the locations where the App is used, must be restricted to those locations, and must be free on the App Store

24. Kids Category

24.1

Apps primarily intended for use by kidsin the Kids Category must include a privacy policy and must comply with applicable children's privacy statutes

24.2

Apps primarily intended for use by kidsin the Kids Category may not include behavioral advertising (e.g. the advertiser may not serve ads based on the user's activity within the App), and any contextual ads presented in the App must be appropriate for kids

24.3

Apps primarily intended forin the Kids Category must get parental permission or use by kids must geta parental permission or use a parental gate before allowing the user to link out of the app or engage in commerce

A few general changes were introduced in this revision of the App Store Review Guidelines. The limit for downloading apps over 3G cellular were raised from 50 MB to 100 MB the iBookstore was renamed to iBooks Store. Section 24 “Kids Apps” was renamed to “Kids Category” along with the introduction of the new special App Store category.

2. Functionality

2.15

Apps larger than 50MB100MB in size will not download over cellular networks (this is automatically prohibited by the App Store)

2.21

Apps that are simply a song or movie should be submitted to the iTunes store. Apps that are simply a book should be submitted to the iBookstoreiBooks Store

2.25

Apps that display Apps other than your own for purchase or promotion in a manner similar to or confusing with the App Store will be rejected, unless designed for a specific approved need (e.g. health management, aviation, accessibility, etc.) or which provide significant added value for a specific group of customers

3. Metadata (name, descriptions, ratings, rankings, etc.)

3.3

Apps with names, descriptions, or screenshots not relevant to the App content and functionality will be rejected

4. Location

4.3

Apps that use location-based APIs for dispatch, fleet management, or emergency services will be rejected

5. Push Notifications

5.3

Apps that send Push Notifications without first obtaining user consent, as well as apps that require Push Notifications to function, will be rejected

9. Media content

9.4

Video streaming content over a cellular network longer than 10 minutes must use HTTP Live Streaming and include a baseline 64 kbps audio-only HTTP Live stream

10. User interface

10.2

Apps that look similar to Apps bundled on the iPhone, including the App Store, iTunes Store, and iBookstoreiBooks Store, will be rejected

11. Purchasing and currencies

11.9

Apps containing "rental" content or services that expire after a limited time will be rejected, except for specific approved content (e.g. films, television programs)

17. Privacy

17.4

Apps that collect, transmit, or have the capability to share personal information (e.g. name, address, email, location, photos, videos, drawings, persistent identifiers, the ability to chat, or other personal data, or persistent identifiers used in combination with any of the above) from a minor must comply with applicable children's privacy statutes

21. Charities and contributions

21.2

The collection of charitable donations must be done via a web site in Safari or an SMS

24. Kids AppsCategory

24.1

Apps primarily intended for use by kids under 13 must include a privacy policy and must comply with applicable children's privacy statutes

24.2

Apps primarily intended for use by kids under 13 may not include behavioral advertising (e.g. the advertiser may not serve ads based on the user's activity within the App), and any contextual ads presented in the App must be appropriate for kids

24.3

Apps primarily intended for use by kids under 13 must get parental permission or use a parental gate before allowing the user to link out of the app or engage in commerce